Causal Relationship Model of Purchase Intention on Spotify Music Applications Services of the Consumers in Bangkok and Metropolitan Region

Abstract

Nowadays, listening to online music via the application is very popular as the number of smartphone users is increasing rapidly. And the one of the most popular music listening applications is Spotify. The objectives of this research were to develop a causal relationship model of purchase intention on Spotify music applications services of the consumers in Bangkok and Metropolitan region and to validate the consistency of the causal relationship model with empirical data. This is a quantitative research. The sample group in Bangkok and Metropolitan region consisted of 322 people who have purchased music via Spotify music application by convenient sampling. The instrument used in the research was an online questionnaire with 7 rating scale. Data were analyzed using descriptive statistics and inferential statistics. The results of the research showed that.

The causal relationship model of purchase intention on Spotify music applications services of the consumers in Bangkok and metropolitan region consists of six factors including the 1) Perceived Social Media Marketing Activities 2) Value Consciousness 3) Brand Consciousness 4) Brand Loyalty 5) Electronic Word of Mouth and 6) Purchase Intention. Each factor had affected the purchase intention on Spotify music applications services. The analysis of the causal relationship model found that the model is consistent with the empirical data. Statistics, CMIN/df = 1.21, GFI = 0.96, AGFI = 0.94, SRMR = 0.05, and RMSEA = 0.03. The results indicate that the Brand Loyalty, and Electronic Word of Mouth, which were combined the most affecting the purchase intention on Spotify music applications services.